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Tim Cain - Value of trust
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Tim Cain - Value of trust

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  • 1. The Value of TrustThe UK voice ofPremium Digital MediaThe Value of Trust
  • 2. Why Environment mattersthe ‘quality’ of touch points are becoming more important,particularly in an increasing cluttered advertising environment
  • 3. Data and Context
  • 4. Twitter recognises contextTwitter is a bridge that connects other thingsTwitter is a chat room and hash tags the channels
  • 5. It starts with Engagement“the level of involvement, interaction,intimacy,and influencean individual has with a brand over time”
  • 6. The Value of EnvironmentEngagement is the measure of goodquality content
  • 7. The Value of ContentUse relevant content to deliver a high valueaudience in a branded environmentIts what we do
  • 8. A thoughtDoes engagement with a siteenvironment enhance the value ofadvertising on that site?
  • 9. The New Rules of Engagement
  • 10. Content sites, Portals, Social Media
  • 11. There are 5 Dimensions ofSite EngagementTrustworthyI trust this websiteTrustworthyReliableHas good quality contentAlways find what I’m looking forA site for people like meI would miss this site if no-longer availableCommunityThe site makes me feel part of a communityI like reading comments left by other usersI talk to others about things I’ve seen or read onthis siteUniqueProvides information can’t getelsewhereContent is frequently updatedAn essential source ofinformationEntertainingEntertainingEngagingInterestingRelevantAuthoritativeOpinion LeaderAuthoritativeThe best source of newsPassionate
  • 12. AOP Measures ofENGAGEMENTSite engagement:(How audiences consume websitecontent)Dimensions determined by :-Reasons for visitingEmotional attachmentActions taken on siteAttitudes towards siteAdvertising engagement:(How audiences react to advertising)Drivers of advertising behaviourdetermined byAttitudes towards advertisingAwareness of advertisingResponsiveness toadvertisingBrand perception
  • 13. Content sites index strongly acrossthe 5 dimensions of site engagementQ14. Thinking particularly about <SITE 1> please tell us to what extent you agree or disagree with each statement.Base: All accessing internet at least once a week/visited site twice in last month (1340)Trust Authoritative Unique Unique Trust Community
  • 14. …&ThreedriversofAdvertisingbehaviourActionHave visited a brands website prompted by advertising seen on siteSearched for a brand prompted by advertising seen on siteClicked on a link within advertising on the siteBought a brand prompted by advertising seen on the siteMore likely to notice advertising on the siteAwarenessI hear about new products or services fromthis websiteTrustTrust the advertising I see on this siteTrust the brands that advertise on this websiteSite has advertising that is relevant to me
  • 15. Content sites index stronglyfor Advertising behavioursQ14c. And how strongly do you agree or disagree that the following statements apply to <SITE>.Base: All accessing internet at least once a week/visited site twice in last month (1340)Trust Trust Trust Action Awareness
  • 16. The value of premium content
  • 17. Trust – the key link
  • 18. Q14c. And how strongly do you agree or disagree that the following statements apply to <SITE>.Base: All accessing internet at least once a week/visited site twice in last month (1340)Of all sites that are perceived to have goodquality content, it is original content sitesthat drive call to actionsCall to action by environment
  • 19. Source: comScore Marketing Solutions“How strongly do you agree or disagree that the site shown and its content is trustworthy?
  • 20. Source: comScore Marketing SolutionsHow strongly do you agree or disagree that you trust the advertisers and brands that appear on this site?”
  • 21. Source: comScore Marketing Solutions“How strongly do you agree or disagree that advertising on this site is relevant to you? How strongly do you agree ordisagree with the statement, ‘I expect to see advertising of a higher quality on this site compared to other websites Iuse’?”
  • 22. Source: comScore Marketing Solutions“How strongly do you agree or disagree that advertising on this site is relevant to you? How strongly do you agree ordisagree with the statement, ‘I expect to see advertising of a higher quality on this site compared to other websites Iuse’?”
  • 23. Source: comScore Marketing Solutions
  • 24. Source: comScore Marketing Solutions
  • 25. Source: comScore Marketing Solutions“The brand advertising was for (brand) how strongly do you agree or disagree that you trust this brand?How interested are you in learning more about the products and services provided by this brand or its competitors?”45%32%23%45%32%23%
  • 26. Source: comScore Marketing Solutions“The brand advertising was for (brand) how strongly do you agree or disagree that you trust this brand?How interested are you in learning more about the products and services provided by this brand or its competitors?”45%32%23%45%32%23%
  • 27. Brand opinion highest amongst users exposed on Original Content Sites,with the highest proportion of users expressing ‘favourable’ or ‘veryfavourable’ opinions for 6 of the 7 brands studied.Original Content Sites proven to be the best at driving likelihoodto recommend, with an average ‘likely’ or ‘very likely’ score a full12 percentage points higher than the nearest rival Portals.Likelihood to buy advertised products is highest amongst users exposedon Original Content Sites, with the average ‘likely’ or ‘very likely’ score7 percentage points higher than the next-best performing site environment.Source: comScore Marketing Solutions
  • 28. Source: comScore Marketing Solutions
  • 29. Source: comScore Marketing SolutionsSearch term usage
  • 30. Source: comScore Marketing SolutionsSearch term usage Site Visitation
  • 31. every 10 index points of trust= 4.7% lift in site visitationSource: comScore Marketing Solutions
  • 32. There is a proven Trust Multiplier Effect for online advertising, driving trafficto brands’ sites.Higher levels of trust in Original Content Sites equates to a higher degree ofaffinity and trust in the advertisers who appear in those environments.Advertising on Original Content Sites is measurably more effective versus otheronline media in delivering on all levels of the purchase funnel from awarenessto purchase.Users exposed to ads on Original Content Sites are the most likely to visit theadvertiser site and/or search for the advertiser brand compared to thoseusers exposed in either portal or social network environments.
  • 33. Value of Trust Whitepaperwww.ukaop.org.uk
  • 34. Next ProjectsContent Partnerships –Strength of Voice
  • 35. Next ProjectsPremium Mobile – Trust and Brand Impact“Mindshare welcomes the move towards greater mobile advertising effectiveness andaccountability by publishers…This research will re-position premium publisher content at theheart of mobile advertising, demonstrating the effectiveness of placing quality brands inquality editorial environments to achieve optimum advertising results.”James Chandler, Head of Mobile, Mindshare
  • 36. Thankyoutim.cain@ukaop.org.ukwww.ukaop.org.uk@ukaop @timrcain

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